Popular Music in the 2019 Electoral Campaign in Spain
DOI:
https://doi.org/10.31921/doxacom.n32a11Keywords:
Political communication, popular music, electoral playlist, emotionsAbstract
This research studies the design of three political parties’ playlists for the 2019 general elections in Spain. The party-candidate pairing is essential for understanding the role of popular music in electoral campaigns. The anthem is the party’s sound brand that appeals to loyal voters and frames the campaign’s candidate. The playlists with popular music allow for emotionally and thematically divided discourse that facilitates the party’s personification. The songs are used functionally in the playlist by disassociating them from the performer’s ideology. Based on the musical styles, the themes of the lyrics, and the dates of the songs, it is observed that electorally the PSOE targets youth with current social messages; the PP, which has a broader generational orientation, uses nostalgia and identity in an attempt to recover former voters. Ciudadanos includes numerous songs from the era of the so-called Movida, attracting mature and young electorates. In any case, the scarcity of political proposals is notable; the emotional message’s predominance, which is attributable to the political parties and not to the candidates, strengthens ties with the party.
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